Article Excerpt

Pharmaceutical companies are striving to become more agile and achieve more with less through strategies like differential resourcing, more field force empowerment and the creation of hybrid sales roles that go beyond traditional detailing.

Effective targeting and call planning are central to the success of these strategies.  Yet many companies still rely on call planning approaches developed to address challenges posed by fundamentally different market conditions.  They follow the conventional wisdom that simple, uniform plans are easier to create and implement than more sophisticated, complex ones.

Continuing along this path could signicantly inhibit sales success.  In this paper, we show that in call planning, "simple" is no longer sufficient and productive, and that new, innovative solutions are not as difficult to design and implement as commonly believed. ...

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About the Authors

Torsten Bernewitz is a Principal with ZS Associates.

Thomas Nacher is a Principal with ZS Associates.